A few years ago, I ran into Steve Wilson, the investigative reporter from WXYZ-TV here in Detroit, at a fast casual restaurant at lunchtime. He was holding court with his producers and videographer – a team that was gaining national attention for its superlative work exposing serious questions about how the then-Mayor of Detroit was handling finances. I said “hello” and he said “All you PR guys hate me, right?” I said, “Absolutely not. You’ve been great for business. My kids should send you thank you notes for their holiday presents.”
Wilson’s reporting scared the market into a boom in Media Training services. I conducted more Media Training sessions in the first few years of Wilson’s tenure at WXYZ than in the rest of my career combined. His “gotcha” style prompted many companies to step up their level of preparation. If you were going to talk to Wilson, you had to bring your “A Game.” If you weren’t going to talk to him, you had to be prepared to pay the price.
Today, we learn that Scripps, the owner of WXYZ, won’t renew Wilson’s contract in a cost cutting move. I have long said that Wilson’s contract, perhaps above all others in local TV, paid for itself. Simply put, he brought customers to the product. When his stories led newscasts, it made a measurable positive difference in the station’s ratings.
This is another example of how media companies are trying to cut their way to the future. Take a look at the ratings most nights and you’ll realize it’s not working. Why stay up to watch an 11pm newscast now? You can get the weather forecast and sports scores on your phone, anytime. You can get news headlines online. Without original, enterprise local reporting, how can TV news make any compelling case to attract an audience?
Wilson’s future plans now include an effort to start a nonprofit cooperative to develop investigative reporting. Perhaps that is the future of journalism – mission-driven rather than profit-driven. That’s a fascinating subject we’ll explore more on the Tanner Friedman blog in the future. In the meantime, corrupt politicians and unethical companies are breathing a sigh of relief. Hopefully, it will be temporary.
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